Analysing The Influence Of Alternative Delivery Channels On Customer Satisfaction In The Banking Sector: A Case Of Exim Bank Arusha.

Abstract

This study aims to analyze the influence of alternative delivery channels on customer satisfaction at Exim Bank Arusha, addressing the knowledge gap in understanding how digital banking innovations impact customer experiences in Tanzania. Despite extensive global research on digital banking, there is limited empirical evidence specific to Tanzanian banks. The study employs a mixed-methods approach, combining quantitative data from a sample of 80 customers through questionnaires with qualitative insights gathered from employee interviews. The research design includes a detailed examination of customer preferences, satisfaction levels, and challenges faced with alternative delivery channels, such as online and mobile banking. Data analysis involves statistical techniques for quantitative data and thematic analysis for qualitative insights. The study concludes that while alternative delivery channels are widely adopted and valued for their convenience, challenges such as technical issues and security concerns significantly impact customer satisfaction. Recommendations include enhancing technical reliability, strengthening security measures, expanding digital literacy initiatives, and improving customer support. The findings provide actionable insights for Exim Bank Arusha to refine its digital services and address the specific needs of its customer base.